David Schwimmer is the star of one of the buzziest Super Bowl ads of 2018 — and you’ll probably never see it.
Earlier this month, Skittles announced that it would be creating a commercial timed to this year’s big sporting event. And while that’s not unusual, what IS strange is that they’ll be showing the clip to just one person: a California teenager named Marcos Menendez. He alone will see the finished product, and everyone else will see … his reaction to whatever it is he’s seeing.
“Every other advertiser is going out there and showing their ad to 100 million people,” Matt Montei, the vice president of fruit confections at Skittles’ parent company, Mars, told AdWeek. “We want to be the one brand who has the most exclusive ad in Super Bowl history.” That’s why they’ve opted to do something different than a traditional commercial you’d see on-screen during the game. They’re creating buzz and avoiding the millions of dollars it costs to nab a 30-second spot on TV.
The downside to this, of course, is that we’ll never be able to see the “secret” ad. Even Schwimmer, the star of the commercial, doesn’t get to witness the final product. But Skittles just gave us the next best thing: four individual (and weird AF) snippets that may or may not be scenes from the actual ad.
The clips show Schwimmer as various characters: a ventriloquist’s dummy, an office worker feeding Skittles to a sandwich (and then yelling at it), a ’70s supervillain-type with glowing eyes and the ability to shoot a beam of light out of his mouth, and a “floating” blonde man in what appears to be the virtual reality scenery for an ’80s music video.
“You’re probably wondering if this is a scene from that new Skittles Super Bowl ad that they’re only showing to one single person,” he says in one of the videos. “I’m kind of wondering that myself.”
Each one is wackier than the next, and even Schwimmer himself has no clue which — if any — are a part of the mysterious Super Bowl ad.
What do you think about the fact that Skittles will be showing their Super Bowl ad to just one person? Let us know @BritandCo!
(photo via Noam Galai/Getty Images for AMC)